IoT
Article | March 1, 2022
Industrial IoT (IIoT) is an abbreviation for the Industrial Internet of Things, originally defined as the Internet of Things (IoT). It is utilized across industries, including manufacturing, and shows great positive results, supporting overall business growth.
According to Grand View Research, globally, the industrial internet of things market size was worth around $216.13 billion in 2020 and is predicted to reach over $1.1 trillion by 2028. Is IIoT similar to IoT? The answer is yes.
“If you think internet has changed your life, think again. The internet of things is about to change it all over again.”
– Brendan O’Brien
Like the Internet of Things, the Industrial IoT has multiple use cases and applications. Additionally, the Industrial Internet of Things (IIoT) opens up new opportunities in multiple areas. Some of the industrial internet of things examples are as follows:
The Internet of Things industrial automation and optimization
Intelligent manufacturing and smart industries
Asset performance management and industrial control
Moving towards an on-demand service model
New ways of servicing customers
New revenue streams
Internet of Things Industrial Applications
According to IDC, manufacturing operations are the primary use case for the IoT in manufacturing. In this article, we'll look at five particular IIOT applications in manufacturing operations, production asset management, and field services that are driving Industrial IoT adoption in manufacturing.
Production Visibility
Industrial IoT can link machines, tools, and sensors on the shop floor, providing much-needed visibility into production for process engineers and management. For instance, businesses may use sensors like RFID and break beams to track components as they travel through assembly automatically. Additionally, industrial IoT apps may provide supervisors and plant managers with a real-time picture of their teams' yield by linking operators’ tools and production equipment. Organizations may utilize this degree of visibility to detect bottlenecks, determine the main cause of issues, and improve more rapidly. Dashboards for real-time IIoT production visibility can help businesses find problems and track productivity in real-time.
Continuous Monitoring for Quality Improvement
Environmental sensors continuously monitor necessary quality conditions and notify management when crucial quality thresholds exceed permissible limits. For instance, temperature control is crucial to pharmaceutical manufacturing. By utilizing IoT-connected sensors, managers may monitor temperature and humidity and receive quick alerts if they deviate from expected values. Continuous monitoring, similar to machine monitoring, can help you keep an eye on your assets in real-time.
Maximize Machine Use
The Industrial Internet of Things enables businesses to link their machinery to the internet. This technology enables organizations to monitor their machines in real-time while also tracking critical KPIs such as overall equipment effectiveness (OEE) and overall process effectiveness (OPE). By monitoring these indicators, businesses may discover and resolve sources of unscheduled downtime, perform preventive maintenance on their equipment, and maximize machine used throughout the operation. According to a recent McKinsey article, sensor data used to forecast equipment failure in production may reduce maintenance costs by up to 40% and unscheduled downtime by half. So, by applying IIoT, you may monitor the key performance indicators (KPIs) that are most important to you.
Improve Plant Management
Using sensors in production plants may enhance their management and minimize the operating expenses of a plant. For example, by employing sensors such as RFID tags to monitor facilities, manufacturers may gather insights to help them optimize space consumption. Using IoT-enabled sensors to monitor environmental factors like temperature, humidity, and others may also help firms better manage their buildings. Finally, businesses can save energy, cut costs, and improve operational efficiency by keeping an eye on their machines and making sure they are running in the right conditions.
Optimize Supply Chain Management
The Internet of Things enables sensors to monitor events across a supply chain, delivering real-time data by tracking inputs, equipment, and products. RFID tags and other sensors can track inventories throughout the supply chain. This gives businesses a better understanding of their inventory and more realistic deadlines for material availability, work in progress, and others. Organizations may use this data to detect interdependencies, map material flow, and monitor production cycle durations. This data aids businesses in predicting risks. It also lowers inventory levels and, perhaps, capital requirements. No code tables hold all of your inventory data. Tables are automatically updated as inventory is consumed during operations.
Industrial Internet of Things vs Internet of Things (IIoT Vs IoT)
IIoT
IoT
It is geared for industrial applications such as manufacturing, power generation, and oil and gas.
It focuses on a broad range of applications, from wearables to robotics and machinery.
To avoid life-threatening or other emergency circumstances, it employs crucial equipment and gadgets connected through a network that requires precise sensors.
Its deployment begins on a modest scale, eliminating the possibility of life-threatening scenarios.
It deals with extensive networks.
It deals with modest networks.
It is capable of processing data ranging from mild to high.
It is capable of processing enormous amounts of data.
It is highly reliable.
It is less reliable.
IIoT Adoption Challenges & Solutions
Investment Costs
Significant investment expenses are necessary to transform operations, including hardware, software, and human capital. Businesses frequently view IIoT as a giant leap ahead, resulting in a massive bill. A more effective strategy is to break the projects down into bite-sized implementations with set milestones. This will pave the way for outcome-driven success that can be quantified by top-tier management, resulting in a more passionate reaction and maybe a larger scale resource limitation.
Additionally, expenses can be reduced by utilizing public infrastructure and software-as-a-service rather than custom-built installations. While the cost of IoT continues to decline, numerous organizations' executives are playing the waiting game. This strategy may be good for the short term, but if you wait for prices to go down for a long time, you ccoul lose your competitive advantage and let other people get a better deal.
Data Security
It's easy to get paranoid about the attacks and problems because of all the news about cyber security. One must address these security concerns methodically and recognize measures to secure critical industrial information. Depending on the level of sensitivity, data can be checked and encrypted using a variety of one-way interactions. SCADA systems do not have to combine and act on sensor data; they can be digitally segregated. Additionally, the cloud infrastructure might be networked inside to create a "private" or corporate cloud with no external access. These security challenges can be surmounted if the advantages of the IIoT outweigh the hazards.
Lack of Skilled Professionals
While it is true that the digital world is rapidly merging with the industrial world, the issue remains as to who in the organization can take charge. An individual or team must bridge the IT and OT cultures and meet opposing demands. The program requires a blended IT/OT viewpoint to achieve IIoT goals while increasing operational complexity and responsibilities.
There are several data science certifications, online courses, and conferences available to educate middle management. Start growing competency while making learning and education a management team KPI. Consider partnering with institutions and educational vendors. The executive team's appetite for knowledge must be continual. Learning will be viewed as a lifetime process requiring dynamic stability and continual mobility.
A shortage of competent personnel was also stated in the Morgan Stanley-Automation World Industrial Automation Survey, with 24% of respondents citing a labor shortage. There is a general shortage of highly specialized talents, but it may also be necessary to look 'outside' to get the essential skills. If there is one thing that is certain in this age of digital transformation and the Industrial Internet of Things, it is that no organization can flourish entirely on its own and that networks, ecosystems, and platforms of partners are critical to success.
Final Words
Starting an IIoT project should be done with a straightforward and practical approach. This is not a big company-changing initiative, but a series of small projects or digital test beds that might raise sales, profits, or customer retention. Read our latest industrial internet of things infographic for quick tips on tackling IIoT adoption issues.
FAQ
What are IIoT devices?
IIoT refers to linked sensors, instruments, and other devices networked with industrial applications like manufacturing and energy management.
What is an IIoT platform?
Gartner describes IIoT platforms as a collection of integrated software capabilities. The platform is designed to support industrial assets and their operational environments in safety, security, and mission criticality.
What is the IoE?
The Internet of Everything (IoE) is a concept that builds on the Internet of Things (IoT). It focuses on machine-to-machine (M2M) connections to represent a more complicated system that includes people and processes.
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Manufacturing Technology
Article | December 14, 2021
The manufacturing industry has evolved to new heights of innovation, productivity, and excellence with digital transformation. Manufacturing digitalization has made operational procedures more skilled, accurate, and time-savvy.
“Many companies simply are not willing to change or think they are done once they make a change. But the truth is technology; consumer demands, the way we work, human needs and much more are constantly changing.”
Michael Walton, Director, Industry Executive (Manufacturing) at Microsoft
With a CAGR of 19.48 percent between 2021 and 2026, the digital transformation in the manufacturing market is expected to reach USD 263.93 billion by 2026. Manufacturing plants adopt digital technology to improve, automate, and modernize processes as part of Industry 4.0.
So, what are the key benefits of digitalization for manufacturers? This article will elaborate on the top five benefits of digital manufacturing transformation.
How to Define Digital Manufacturing?
Manufacturing digital transformation involves integrating digital technologies into processes and products to improve manufacturing efficiency and quality. Manufacturing's digital transformation aims to increase operational efficiency and reduce expenses. The digital transformation techniques ensure product quality. It also makes work more efficient, safe, and stress-free.
What Is Included in Manufacturing Digitization (Industry 4.0)?
Industry 4.0 is the digitalization of manufacturing. Cyber-physical systems, IoT, and cloud computing are current trends in manufacturing automation and data exchange. Connected devices, cloud computing power, and the modern emphasis of lean, efficient operations enable Industry 4.0 to construct advanced and innovative smart factories.
Industry 4.0 includes design, sales, inventories, scheduling, quality, engineering, customer and field service.
Five Benefits of Digital Transformation in Manufacturing
Manufacturing organizations can benefit from digitalization in a variety of ways. It can help make the work more efficient, decentralized, and secure. It further creates new business opportunities and attracts new talent to the industry. Additionally, integrating products into a digital ecosystem increases their value and appeal. Let’s dig deeper into each of the five key benefits.
Reduces Costs
Technology is an invaluable companion in reducing the manufacturing company's expenses in the future. The incorporation of digital technology results in the transformation of procedures and the digitization of documents, resulting in overall process optimization. Therefore, a reduction in labor costs might be expected as a result of the elimination of unnecessary expenditures.
Additionally, digitization enables businesses to assess and estimate expenses considerably more precisely, ensuring that budgets stay on track. Additionally, it eliminates andsubstitutes inefficient jobs within processes, significantly increasing their efficiency. This efficiency is translated into time savings, which results in a substantially more cost-effective manufacturing process.
Decentralized Production
Manufacturing digital transformation allows organizations to supervise manufacturing remotely, allowing production to continue uninterrupted. In rare cases like Covid-19, digitalized businesses have not had to cease or even slow down production. These systems can work without interruptions for much longer than any worker.
Digitalization also boosts methodology flexibility and reactivity. For example, if a production plant has a problem, an automatic alert is generated, and the issue is resolved regardless of the day, time, or presence.
Improved Operational Efficiency
Smart product connectivity allows devices to connect and communicate with each other (M2M). This connectivity enables decentralized decision-making. Many duties no longer require an employee to be physically present. New manufacturing and production models minimize boring, risky activities while increasing accuracy, efficiency, and responsiveness.
Transforming businesses through digital means making better decisions based on real-time data. Training, changes, and repairs are no longer issues due to reduced frequency and automation.
New Business Opportunities
New digital technologies enable the manufacture of previously unviable products and services, generating new revenue streams. Also, new services (innovation or reorientation) are launched considerably faster. Companies may utilize big data and AI to experiment, anticipate trends, and predict about new advancements. These technologies can help organizations become more eco-friendly and create products that are less detrimental to our environment.
Attracts New Talent
Professionals with fundamental talents in this complicated and disruptive environment are drawn to digitalizedorganizations that are up-to-date with trends and processes. Also, if the change is managed well, it will lead to higher profitability, increasing employee satisfaction. Human motivation, along with excellent digital technologies, will reflect in the company's production and profitability.
Dusseldorf@Germany: The Deloitte Digital Factory
The digital factory in Dusseldorf provides a flexible setting for innovative workshops and training, bringing together the old and new worlds of supply chain and industrial operations to provide a seamless experience. Specific use case examples, as well as the digital solutions sector, will motivate and encourage businesses to get on their digital transformation journeys, making use of the most up-to-date technologies in the process.
Final Words
Manufacturing digitalization has a lot to offer the industry, and many manufacturers are capitalizing on this new phase of the industrial revolution by incorporating cutting-edge technologies into manufacturing and business operations. As said previously, the benefits of digital transformation in the manufacturing business are increasing the importance of digitalization in the industry. Transform your traditional manufacturing operating processes with these new manufacturing trends and observe the results that other benefitting manufacturing businesses have achieved.
FAQ
Why is digitalization vital in manufacturing?
Manufacturing process digitization improves overall business performance. But the results are seen across the factory. Digital transformation improves working conditions for employees and streamlines daily operations.
How are digitization and digitalization different?
Digitalization is a transformation of data and processes. Digitalization is the use of digital technologies to collect data, identify patterns, and make better business decisions.
How digital technologies are applied in manufacturing?
Digital manufacturing technologies enable the integration of systems and processes across all stages of production, from design to production and beyond.
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Manufacturing Technology
Article | November 20, 2021
The manufacturing business has always prioritized providing the excellent and most user-friendly products worldwide to its target consumer groups. However, digitalization and customer interaction approaches have altered the manufacturing industry's traditional business model.
Now, manufacturers must prioritize improving the customer experience for their target consumer group and keeping up with new trends daily to flourish and remain competitive in the upgrading market. Because, in the end, the buyer is the one who drives your business and generates money. Manufacturers are committing significant efforts to improve the customer experience in the following years.
To assist manufacturers in their sincere efforts to improve the customer experience in the manufacturing industry, we have compiled some key facts that must be understood and executed by the industry's or business-specific needs.
Before going into manufacturing customer experience statistics, it's essential to understand why customer experience is so critical in the manufacturing industry.
The Importance of Customer Experience in Manufacturing
Customer service and experience are critical components of any business, which is true in the manufacturing sector. Customer experience can be described as any activity taken by a business to positively influence a customer's impression and opinion of the business, its products, or services.
“You’ve got to start with the Customer Experience and work back toward the technology, not the other way around”
– Steve Jobs.
Customer experience benefits your business in a variety of ways, including the following,
It increases customer retention
It increases the customer lifetime value
It creates brand loyalty
It influences brand reputability
It can deliver businesses with a competitive edge.
Manufacturing Customer Experience Statistics
Make your manufacturing business more customer-centric and reap the benefits that many customer-centric companies, such as Apple, Nissan, and Chick-fil-A, are experiencing.
To better understand what the customer and industry have explored regarding the customer experience in 2022, below are some statistics from well-known businesses.
#Stat 1
Businesses that prioritize customer experience see an 80% increase in revenue.
(Source: Forbes)
A positive customer experience increases customer interest in the product and acts as a form of word-of-mouth marketing. This way, the business benefits from increased sales and organic promotion by genuine consumers, critical for any manufacturing organization.
# Stat 2
73% of customers say that customer experience influences their purchasing decision.
(Source: PWC)
Customers are not solely concerned with the product's quality or pricing. Instead, they are interested in the complete experience they get while purchasing a product. Therefore, if customers have a negative experience during the purchasing trip, it is pretty likely that they will leave the purchase process in the middle and hunt for other viable solutions on the market. Whereas, if the purchasing journey and post-purchase service are satisfactory, they will gladly purchase the goods and suggest new clients to your business.
# Stat 3
By 2023, AI and machine learning will manage around 40% of all consumer contacts.
(Source: Super Office)
Manufacturing production and revenue are increasing as a result of technological advances and applications. However, the customer experience is not far behind in implementing cutting-edge technology like AI, VR, and AR. For instance, chat bots are the best example of how artificial intelligence, natural language processing, and machine learning are being used to increase consumer engagement.
Virtual interaction is becoming more prevalent in the manufacturing industry daily, and both manufacturers and customers like this digital interaction.
“Our interactions with our customers have become much more virtual, which frankly seems to work well for the customer and us.”
-Scott Heide, Chief Executive Officer at Engineering Intent Corporation
Technology application in manufacturing will be maximized, and businesses intend to automate the customer experience by 2023.
# Stat 4
According to 70% of customers, an ideal customer experience should be quick, convenient, and cooperative, as well as friendly.
(Source: Adobe)
Customer service is a skill, and it's always a good idea to put yourself in your clients' shoes. According to an Adobe study, 70% of customers want a quick and convenient service that saves them time. In addition, they anticipate full collaboration throughout the purchasing process, including post-purchase servicing.
# Stat 5
72% of customers with a good consumer experience will tell six or more people about it.
(Source: Nice Reply)
In the first statistic, we discussed word-of-mouth marketing. You will always receive referrals for the excellent products or services you provide to your target consumer group. Customers that have a positive experience will always bring you two additional potential customers, and this number will grow exponentially with each pleasant experience delivered by your organization.
How did MacDonald's plan to increase revenue simply by improving the customer experience?
When McDonald's revenues started to decline, they focused on the customer experience rather than marketing strategies.
They began by listening to their clients and giving them a more streamlined experience. Customers told McDonald's to simplify the menu, increase order accuracy, and use higher-quality ingredients.
McDonald's also improved store interiors and introduced digital self-order kiosks and table service, reducing customer wait times. BTIG predicted a 4.1% increase in revenues as these modifications were made. As a result, McDonald's may outperform competitors by improving total customer service.
Final Words
Customer experience is crucial in manufacturing, and manufacturers must leverage digital customer experience trends to improve their reputation. These a fore mentioned customer experience statistics can assist you in shaping a compelling client experience for 2022 and propelling your organization to new heights of success.
FAQ
Why should a manufacturing company invest in customer experience?
Client experience improves customer retention, builds brand reputation, and gives companies a competitive edge. So manufacturers must invest in the consumer experience.
What is the difference between customer service and customer experience?
Customer service is one aspect of the customer journey, whereas consumer experience is the sum of all customer encounters with the brand.
What does a customer experience include?
Customer experience is the overall perception of your business or brand. It is the consequence of a customer's engagement with your website, customer service, and the product they purchase. So, it is the aggregate of all elements from browsing to buying to the product experience.
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Article | March 12, 2021
Did you know that social media platforms and their users are the fastest-growing internet segment?
If your manufacturing firm wants to be more visible online and reach more customers, it may be time to engage in social media marketing. It helps in building networking which is the crucial pillar of any business. Many marketing leaders understand the importance of networking.
“It’s important to take time to build your network and nurture your contacts as you never know where a good network can take you and the opportunities it can give.” – Wendy Lee, Director of Marketing at Blue Prism
If your manufacturing company needs to be more visible online and attract more customers, it's time to engage in social media marketing. You may require time to learn new approaches from the digital marketing landscape. But it is necessary to grow with this digitally running world.
Many industrial production brands and organizations are now significantly reliant on social media platforms to continue their marketing efforts in the forthcoming years.
Social Media for Manufacturers—How to Get the Benefits?
Trends are popular with marketers. But reaching audiences via social media is difficult for manufacturers. But, when done intelligently, it is worthwhile. As a result, manufacturers may use social media to promote content and generate leads.
Social media helps build brand recognition and manage reputation. As a result, many manufacturing brands are getting more innovative. Consumers have already influenced some businesses' usage of social media. As companies and customers change, so do social media platforms. Every day, the platforms evolve to suit the ever-increasing customer expectations.
If your company hasn't yet leveraged the power of social networking, this article will help you reap the rewards.
LinkedIn
Even though Facebook and Twitter are the top noted social media platforms for manufacturers, LinkedIn provides more value for B2B marketing. LinkedIn boasts of more than 500 million active users monthly. This is because LinkedIn has a strict network for professionals. An estimated 90 million users are senior-level influencers, and approximately 63 million are at decision-maker positions. Therefore, manufacturing marketers need to have a strong presence on LinkedIn in today's time.
Given that marketing professionals frequently turn to LinkedIn to consume articles and news related to the industry, being active on this platform can be the best way to get your company noticed. When it comes to ' 'LinkedIn's lead generation capabilities, promoting content is only the tip of the iceberg. To achieve core results, you should encourage your team to maintain a constant LinkedIn presence. But why?
Firstly, employee-shared content has a high click-through rate than content shared by any third-party. Secondly, long-form content published as a native LinkedIn article is particularly effective. It is considered a good practice. So, if your LinkedIn profile is thoughtfully optimized, it can increase your chances of ranking high in a Google search, search visibility and improve brand awareness.
Twitter
Twitter's popularity has made it the most influential platform. This social media platform for manufacturing businesses can be a good start to build an effective social presence. Research says that monthly more than 330 million active users spend time on Twitter irrespective of the industry or niche from all over the world.
As a manufacturing marketer, sharing content can be valuable on Twitter. If your company has a blog or content related to industry facts/news, Twitter can promote your articles broadly to the right audience. The hashtag culture of Twitter will take you to the audience who are searching for manufacturing-related information. And hence, your company could be the one out of millions to be approached.
Though Twitter isn't exactly the best channel for generating leads, it positively has an audience ripe for content consumption and industry news. Nearly 70% of B2B organizations are using Twitter as a digital marketing tool. Its ad views are 26% more likely to be influential versus others. Besides this, Twitter engages highly in short but meaningful conversations. This way, a consistent sharing of industry content can cultivate your company's offering to millions at once.
YouTube
B2B marketers often are mistaken and overlook YouTube as a viable social media channel. They consider YouTube as one of the most underrated and unutilized platforms. But the fact is that social media for manufacturers, like YouTube, can be preferred fruitful platform for their businesses.
Yes, it does entail some extra work, knowledge, and equipment to create an excellent filmed and edited video for YouTube. However, many manufacturers don't realize how helpful these videos can be when it comes to landing a potential customer or generating leads. All these can be done inexpensively.
In the manufacturing industry, businesses often spend dollars on a single purchase. And this is because they want to know every detail of product or service every time. So, rather than just spreading the word about your company, a video creation can get more eyeballs and massive engagement for your customers for which they are searching solutions. From product demonstrations to virtual facility and more can be easily achievable. This way, YouTube can be beneficial to generate more leads and convert them into your customers.
Besides, YouTube's search engine optimization can even maximize the effectiveness of your social media plans. From creating headlines, file names, tags to descriptions, and target keywords, all can be used to grab the top position in search rankings and raise visibility on the web.
Most importantly, YouTube is also most popular for its "How-To" videos that are easily consumed. Audiences find a video to be more trustworthy than other content formats. Many manufacturers have gained huge success by using YouTube to combine product announcements with information, product display, promotional ads, and more. So, this social media for companies can help increase brand awareness and create transparency, leading to brand trust.
Facebook
Facebook, being the most populous social network globally, boasts of 1.5 billion monthly active users. Facebook is typically considered a primary social network, where companies consider creating a profile without a second thought. But this doesn't fit the manufacturing industry for generating valuable leads. It is because Facebook has audiences who use the platform for personal purposes. So, chances are slim for B2B prospects that are doing business research on this platform.
But, before you rule out Facebook completely, remember that you can use this platform for other purposes. While this platform may not be doing extensive research for your company, yet many customers and industry professionals would still 'like' your company page to stay updated on the latest events, company news, and more like:
• Company and building expansions
• Local and national media mentions
• Blog/article links
• Video links
• Clients' testimonials on events and business proposals
With Facebook, you have the opportunity to show the "human" side of your organization and make connections. This can be one of the social media marketing tactics you can use for promoting your manufacturing company. Also, you can consider using Facebook Groups to expand your circle of professional connections. These online communities are built to bring audiences together to discuss issues and share related content.
Pinterest/Instagram
Pinterest and Instagram are perfect for visual and aspirational content, which has a longer lifetime value and a higher conversion rate. Being a manufacturer, you can still leverage these platforms by posting beautiful visuals of products. This way, you can give your brand a human face. Also, promote your employees with behind-the-scenes photos and videos of them in action. All of these will give your followers as well as visitors a backstage pass to your operations. These social media manufacturing tips will lead you to gain more business opportunities in the future.
Podcasts
Lastly, with podcasts, you can dig into the growing popularity of audio format and leverage potential customers and visitors with a high share of voice, uncluttered ad space, and niche audiences. Podcasts are getting a huge amount of visitors these days. Due to this, it is becoming a crucial b2b social media marketing strategy among manufacturers worldwide.
Where to Start?
Building a relevant presence on these social media platforms from scratch can be very overwhelming. Another element to consider incorporating social media platforms into your new strategy for marketing is enlisting influencers.
Yes, you heard it right. Influencers can give your company/brand an extra boost. And all these platforms accommodate influencers who excel at creating value. With so many companies going online and having an active social media presence, you may feel pressured to join in and keep pace. The best move can be to build a relevant profile on Twitter and LinkedIn. In fact, it's wiser to focus your efforts on YouTube at the same time as they are proven to earn results for B2B marketers. Creating an informative and detailed page of your company can lead you to gain social media's tremendous benefits for manufacturing-related business.
Frequently Asked Questions
What are the benefits of using social media platforms for manufacturers?
The benefits of using social media platforms for manufacturers are—
• Get improved search engine rankings
• Get more brand authority
• Get higher conversation rates
• Increased brand awareness
• Better customer satisfaction
• Cost-effectiveness
How can manufacturing businesses make money using social media platforms?
A manufacturing business can earn a good amount of money by creating a successful brand name, developing trusted customer relationships, and even creating sales opportunities directly from different social platforms.
What is the best way of using social media for manufactures?
Manufacturers can use social media in the best ways by giving information about the company, its events, and knowledge about its services. Give regular updates, use creative paths to engage audiences/visitors, keep content fresh and interesting so that it holds their attention.
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